Creative Strategy in Advertising
10th Edition
Published on 14. May 2010
Book
Paperback/Softback
352 pages
978-1-4240-6907-1 (ISBN)
Description
"Creative Strategy in Advertising, International Edition" provides everything you need to be successful as an advertising professional, proceeding through the creative process step by step, from the creative person, to strategy and problem solving.
More details
Edition
International ed of 10th revised ed
Language
English
Place of publication
Belmont, CA
United States
Publishing group
Cengage Learning, Inc
Target group
College/higher education
Edition type
Revised edition
Dimensions
Height: 252 mm
Width: 202 mm
Thickness: 14 mm
Weight
620 gr
ISBN-13
978-1-4240-6907-1 (9781424069071)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
Previous edition
Bonnie Drewniany | A. Jerome Jewler
Creative Strategy in Advertising
Book
11/2007
9th Edition
Wadsworth Publishing Co Inc
€104.17
Article exhausted; check for reprint
Content
1. Creativity: Unexpected but Relevant Selling Messages. 2. Branding: Identity and Image Strategy. 3. Diversity: Targeting an Ever-Changing Marketplace. 4. Fact Finding: The Basis for Effective Creative Work. 5. Strategy: A Road Map for the Creative Team. 6. Ideas: The Currency of the 21st Century. 7. Words on Paper: Connecting to Consumers' Hearts and Minds. 8. Layouts: Designing to Communicate. 9. Radio: Can You See What I'm Saying? 10. TV: The Power of Sight, Sound, and Motion. 11. Direct Marketing: The Convenience of Shopping at Home. 12. Integrated Marketing Communications: Building Strong Relationships. 13. Law and Ethics: Making Sure Your Great Idea is a Good Idea. 14. Client Pitches: Selling your Ideas. Appendix. Portfolios: Landing a Job in the Creative Department. Appendix. Assignments: Building a Campaign Step by Step.